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Amra and Elma Beganovich spotted many of these trends early on, and in 2012 they created a digital marketing agency to leverage the latest digital trends and technologies to optimize the branding strategies of mega-companies as well as start-ups.

The competitive advantage of Amra & Elma LLC stems from the unusual combination of talents of the two sisters. They boast an impressive set of academic and professional credentials: Amra has a B.A. in Economics and an MBA, and has consulted for major international financial institutions including the World Bank; Elma has a J.D. and a Masters of Law, to which she has added solid programming skills. Not the backgrounds you instinctively associate with major digital influencers. And yet…

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Co-founders Amra Beganovich and Elma Beganovich join Jill Malandrino on Nasdaq’s #TradeTalks to discuss how start-ups can take advantage of booming social media activity and thrive amidst #COVID19.

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In 2014, imagining two million followers on Instagram was a powerful goal. That was the year that Amra Beganovich, and her sister Elma began their social media, brand-building business, A&E Digital Agency.  Their clients today include global brands like Nestlé, LVMH, Johnson & Johnson and Wells Fargo.

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Amra and Elma Beganovich, an economist and a lawyer, quit their day jobs to pursue their passion for fashion. They discuss how they started their Instagram blog @clubfashionista, the setbacks they’ve faced, and how they ultimately profit off trying new styles and snapping photos.

Washington Post

Asked what she thinks of when she thinks of Microsoft, Elma Beganovich, influencer and co-founder of social media marketing agency Amra & Elma said, “Old.”

“It’s just a certain type of crowd. More office, serious, the opposite of fun and exciting and new and cool,” said Beganovich. “I think of Bill Gates, whom I very much respect, but I wouldn’t want him to throw me a party or anything.”

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A&E (the initials belong to its two founders, Amra and Elma Beganovich, sisters best known by their first names) is a digital agency with a powerful portfolio of Fortune 500 companies as clients, including Netflix, Wells Fargo, Procter & Gamble, and Johnson & Johnson. As influencers, Amra and Elma say they have over 2.2 million social followers.

Below, the two sisters share their thoughts on everything from how to stimulate eCommerce spending to strictures on messaging during COVID-19 to what you should do if you’re tempted to try being an influencer yourself (and whether that makes sense).

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Those relative newcomers were also “very vocal about their outrage about Trump’s action towards TikTok as a platform,” says Elma Beganovich of digital marketing agency A&E. “It definitely mobilized the influencers to be very vocally anti-Trump because you know somebody is jeopardizing your livelihood.”


Beganovich sisters are good at what they do and brands struggling with social media are turning to them for help. They are also famous and good-looking and get paid to be at fashion events. The basis of their appeal, they explained, is understanding their audience (70 per cent in the US, 30 per cent in Europe; 90 per cent is female and most are aged 16 to 35). Authenticity is crucial — they cultivate an image as regular young women.

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But what impact will the COVID pandemic have on influencer marketing? The rest of this article will briefly review some pros and cons and then discuss key findings of an insightful survey on COVID’s impact on influencer marketing conducted by prominent digital marketing firm A&E (not affiliated with the television network).

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While she trained as a lawyer, Ms Beganovich started the New York based digital marketing firm Amra & Elma along with her sister (who has a degree in economics) after the pair grew a huge social media following on Facebook and Instagram. They’ve seen first-hand the emerging power of social media, particularly in the pandemic.

“I think this is definitely a very interesting time, having these influential online figures basically steering politics in certain direction,” she told Yahoo News Australia.

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Back in 2012, Elma Beganovich and her sister Amra were working in two of the most traditional careers imaginable. And then, everything changed over the course of one evening. Today, the sisters run two blogging brands — Club Fashionista and Amra and Elma. They have also expanded their business, entering the realm of online marketing and operating a network of 800,000 influencers that serve about 50 clients a month. Here’s how a lawyer and an economist founded their own fashion-blog-turned-marketing-business and gained over 2.3 million followers in the process.

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The social media space is perfect for female entrepreneurs to use innovation in marketplace change. Amra and Elma Beganovich and their a & e digital marketing agency in New York, for example, have leveraged millions of followers in the beauty and travel social media area. Founder Elma Beganovich and her sister mastered Google, Instagram and YouTube by identifying targeted Millennial audiences and offering quality content. ‘So, yeah, we are sort of matchmakers’ between brands and social media influencers, Beganovich agrees.

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Beganovich is a world traveler who shares her adventures on her Instagram page. She is also the founder and chief operating officer of social media agency A&E, and co-founder and chief technology officer of Club Fashionista LLC. Whether you’re seeking a beach trip or a luxurious stay in a castle, Beganovich’s picks offer a variety of under-the-radar European cities worth visiting.

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Even those ‘vanity metrics’… you can essentially monetize,” Beganovich says. Brands also evaluate an influencer’s “healthy engagement” through comments and likes. Lifestyle influencers may target clothing as one way to attract brand interest. A ‘really clever’ influencer develops an “online persona” to attract a target demographic, Beganovich says.

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Elma and Amra Beganovich started with simple DIY social media posts in 2012. Since then the sisters have turned their side hustle into a digital marketing agency for food, fashion, travel and lifestyle brands that have earned them a client base of Fortune 500 companies. As the co-founders of A & E, (that stands for Amra & Elma) Elma, 32, says their more than 2.3 million followers on social media qualify them as influencers to help clients including Avon, Uber, Johnson & Johnson, Smart Water and W Hotels, to optimize their content and messaging.

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Beganovich and her sister Amra Beganovich — a former economist — are superstar digital influencers who have amassed an audience of over 2.3 million followers on social media and are the founders of A&E, an influencer-led digital marketing agency. And they got there in a very short span of time. In 2013, the sisters quit their jobs to build their company, which focuses on influencer marketing, photo production and social media growth for brands ranging from startups to Fortune 500 companies.

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COO/Founder, Elma Beganovich of Amra & Elma has one of the most beautifully curated visual brands and sets a high editorial standard for being an influencer. She has expanded her business to be one of New York City’s top social media agency working with many different influencers and with that broader view, provided a great definition of an influencer.

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A few years ago, sisters Amra and Elma Beganovich had good, albeit self-described “unexciting,” careers. My, how times have changed.

Today the sisters:

► Have well more than 2 million total social media followers on various accounts.
► Run a top digital marketing agency that helps other influencers “make their brand explode.”
► Are a trending online brand themselves — actually, two brands, Club Fashionista and Amra and Elma …


Amra and Elma Beganovich left their 9-to-5 jobs (Amra as an economist, Elma an attorney) to build Club Fashionista, an invite-only platform for influencers generating high-quality content, and Amra & Elma, an influencer-led digital marketing agency.

They started from scratch, going from helping struggling startups to working for major brands like Avon, Uber, HTC, W Hotels, and Johnson & Johnson… and along the way collected over 2.3 million social followers. The two ventures function as a flywheel; their extensive social media presence help grow their business, which helps grow their social following and influence, which helps grow their business…

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31-year-old Elma, a former lawyer, and 34-year-old Amra, a former economist, quit their corporate jobs in 2013 to become social media personalities, something which barely existed at the time — and their story is pretty impressive. Between them they have 2.3 million followers on social media, have built a digital marketing firm called A&E, and have an “influencer marketplace platform” in the works.


Try registering on the influencer outreach tool, Buzzsumo, and start following a hundred new influencers each week through the platform. You’ll soon notice similarities among them all: the same subjects, captions, locations, and even outfits. When so many influencers are influenced by each other, their brands can become diluted.

That’s why it’s so refreshing to stumble upon a well-constructed and totally unique online persona, such as Amra Beganovich’s profile. She and I recently discussed personal brands and the ins and outs of making yours unique and sustainable.


Today, the sisters run two blogging brands — Club Fashionista and Amra and Elma. They have also expanded their business, entering the realm of online marketing and operating a network of 800,000 influencers that serve about 50 clients a month.

Here’s how a lawyer and an economist founded their own fashion-blog-turned-marketing-business and gained over 2.3 million followers in the process.


Amra, 32, was working as an economist for different bank projects and Elma, 31, was on the path to becoming a super successful lawyer. But while they both call New York City home, they have lived all over the world: from Paris, London, and Madrid, to Washington D.C., Miami, and even Heidelberg. That, coupled with their love of fashion and photos, got them started as bloggers—and it all seemed to snowball from there. Now, the two run their own business—with 10 employees to boot.


Of course, if you’re already familiar with these jet-setting, stylish bloggers, who happen to be the creators of @ClubFashionista (they left their corporate J-O-B-S to embark on the road of social media, NBD) and have long studied their enviable Instagram accounts, this phenomenon is nothing new.


Navigating the ’90s minefield of awkward trends and forgotten faux pas can be a disastrous past-time, which is why we’ve reached out to social media stars Amra and Elma Beganovich to give us their top tips.

And here they are! Happy lip-lining…!

I checked in with Amra and her sister, Elma – an economist and lawyer (respectively) turned Instagram stars – who are not only influencers themselves but who are also trying to change the game of digital marketing by teaching brands new customer outreach rules. They have over 2.3 million followers on social media, and their own database of 100,000 influencers. Their business is actually a digital agency that focuses on influencer marketing, social media management, and social media photo and video production, so they know a lot about influencers.